To optimise the campaign despite tracking limitations, Primal approached the strategy by analysing historical data and testing target locations. How Primal conducted experiments with different campaign objectives to identify the most effective structure for global reach. By refining each campaign component—such as geographic targeting, campaign types, goals, and timing for peak vs. off-peak periods—Primal built a robust framework aimed at maximising impact. This careful planning phase was essential in shaping the strategy, particularly in overcoming the tracking obstacles that had previously limited campaign insights.
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